This document defines green marketing as promoting environmentally friendly products and discusses its history and benefits. Green marketing aims to meet present needs without compromising the future by focusing on sustainable development. It helps reduce environmental damage, improves brands and sales, and creates ecological awareness. Challenges include unaware customers and premium prices, while benefits include new markets, profits, and competitive advantages. The document also discusses eco-labeling, greenwashing, and examples of companies effectively using green marketing.

2. WHAT IS GREEN
MARKETING?
Green Marketing refers to
promotion of environmentally safe
and beneficial products.
“Environmentally-responsible” or
“Green Marketing” is a business
practice that takes into account
consumer concerns about promotion,
preservation and conservation of
the natural environment.

3. HISTORY OF GREEN
MARKETING
Green Marketing was started in 1980s in
Europe when people there recognized the need
of products that are environmentally friendly
later this concept was spread to remaining
parts of the world. Initially people were not
ready to accept this but with increasing
consumer awareness people are now are
preferring environmental friendly products .
Green Marketing aims at focusing on
Sustainable Development i.e. meeting the
needs of the present generation without
compromising the ability of the future
generation in meeting their needs.

4. NEED OF GREEN
MARKETING
• It helps in reducing the environmental damage.
• Improves the company image and sales of the product.
• Creates customer awareness about ecological problems.
• Makes customer enjoy the benefits of a product or
service thereby also contributing to environmental
benefits.
• Company’s become more accountable for producing and
marketing products without any bad effects on the
environment.

5. BENEFITS OF GREEN MARKETING
• Improved Products / Marketing ways
In order to create environmentally friendly products, companies may end
up creating innovative products
• Access to new markets
The company can now target on a environmentally conscious consumer
segment, which is relatively a newer and larger market.
• Profit sustainability
People prefer your product because of its environmental value and thus
you can earn greater profits.
• Competitive Advantage
When people purchase Green Marketed products, they pay for the
product plus saves the environment at a same price range that
competitors offer, thus it gives your product a competitive advantage.

6. ECO LABELLING
Eco- Labelling is an
environmental claim on any
product signifying that it is
an environmental friendly. It
has been under the “Eco-Mark
Scheme” 1991 by the
Government of India to
increase consumer awareness
and encourage them to
purchase products with less
environmental effects.

7. MAJOR CHALLENGE..
• Unaware Customers
Customers are unaware about products
“Green Marketed” product and how they help in reducing the bad
environmental effect.
• Unwillingness of customers to pay a premium price.
Sometimes customer need to pay a little extra for a “Green Marketed”
product and because of the price customers ignore it.
Ex- The cost of a polythene bag is Re.1, and the cost of a biodegradable poly
bag is Re.2.

8. GREEN WASHING
When a company makes false claims
that it is doing “Green Marketing” in
order to sell its products thereby
fooling the customers, then it is
termed as “Green Washing”
• Walmart started the “Go Green” Campaign aiming at sustainable
development, but it proved to be a campaign created only to improve
the company’s image as according to a report by ILR (Institute for
Local Reliance) Walmart only generated 2% of electricity from Wind
and Solar electricity.
• Ford Motors in 2004 started the “Greener Vehicles, Cleaner Roads”
Campaign but produced only 20,000 Hybrid environmental SVU’s
that year as opposed to 80,000 non environmental friendly F- Trucks.

9. GOING THE GREEN WAY…
• Mc Donalds started giving out its
products in a paper bag to the customers
instead of a polythene bag, thereby
doing “Green Marketing” at a reduced
cost. This campaign was a big hit
• Coca-Cola in order to save water does
Rain Water Harvesting at a huge level
thus saving water and giving back to the
environment a small part of the water
that it consumes for its production.
Some companies do “Green
Marketing” and make huge
profits.

10. CONCLUSION
We as consumers
should do our bit in
making earth a better
place to live and to do
so we should start
purchasing green
marketed products.

11. Small things add up…
If 100 people do 100
small things it starts
to make a big
difference.